Social Media in Pakistan: Required for business?
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Social Media in Pakistan: Required for business?

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An insight into the social media & digital advertising business in Pakistan. B Solutions looks at the digital advertising industry in the country and complies information related to it's growth and ...

An insight into the social media & digital advertising business in Pakistan. B Solutions looks at the digital advertising industry in the country and complies information related to it's growth and current status. Approximately 1000 users were also interviewed and the results were compiled and are shared in this report.

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  • Hello Fazal , as a MBA student , am trying to analyse the e-commerce (similar to FlipKart ) in Pakistan & am keen to look at the PESTLE factors ; key social / govt.regulation / economic scenario / challenges / road blocks which any startup willing to operate in Pakistan would be subjected to. Will appreciate some insights. thanks :)
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  • Useful information. I'm glad the social media scene is finally picking up. Been in the industry for almost two years now, seen it grow into a giant. There's no stopping it. It's crazy.
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    Social Media in Pakistan: Required for business? Social Media in Pakistan: Required for business? Presentation Transcript

    • SocialMedia:RequiredforBusiness? AnInsightintoSocialMediainPakistan www.bsolutions.pk September2012|©2012BSolutions Facebook Pakistan Twitter LinkedIn Pinterest Social Mediainsights observations brands Lahore m arketing userbehavior characteristics Global Global local mobile internet technology research survey conversations youthconnection com m unication trendsagencies
    • Executive Summary Overview ReasonsforResearch Socialmediareferstoapplicationsthatenableindividuals, organizationsandcommunitiestointeractandsharecontent online.SocialMediaisincreasinglydominatingtheuseof internetacrosstheworld.Pakistanhasover111million mobileusers,20millioninternetusersandover6million Facebookusers. Despitesuchalargenumberofusers,thereisadearthof informationavailabletocompaniesontheironlinebehaviour. ThisiswhereBSolutionssteppedintoconductasurveyto identifyandanalyzethetech-savvydemographicinthecountry andhowbrandscanleveragethenewavailablemediatotheir benefit. 2 September2012|©2012BSolutions
    • Executive Summary BehavioralTraits MarketingImplications SocialMediausersinPakistan Companiesandbrandsneedto Arethecountry’syouth Haveeasyaccesstotechnology Areconstantlyconnectedtopeers socially Usebothmobiles&desktops/laptops Usesocialmediaforconversations Unwindafterstudy&workwithsocialUnwindafterstudy&workwithsocial media Arehighlybrandconscious Useonlineresourcesforinformation September2012|©2012BSolutions 3 Buildandenhanceanonlinepresence Engagewithconsumers Usesocialnetworksasmarketingchannels Establishmodernsalesmechanisms&portals Integratesocial&traditionaladvertising
    • Whatis SocialMedia? Socialmediaisagroupofinternet-based applicationsthatenableindividuals, organizationsandcommunitiesto interactandsharecontent. Shareimages,texts,videos,links,etc. Two-wayconnection Shareimages,texts,videos,links,etc. SeamlessintegrationwithGoogleproducts Shareshortmessages,withlinksifnecessary Two-wayconnectionnotessential Broadcastingmedium Sharecategorizedimagesorvideos Two-wayconnectionnotessential Shareresumes,jobvacancies,company info,etc. Connectprofessionally Source:M.Kaplan,AndreasandMichaelHaenlein.Usersoftheworld,unite!Thechallengesandopportunitiesofsocialmedia.BusinessHorizons,2010. September2012|©2012BSolutions 4
    • Facebook:905,000,0001 Twitter:500,000,0002 LinkedIn:115,000,0004 Google+:175,000,0003 Pinterest:10,400,0005 Source:1 Socialbakers.com;2 Telegraph.co.uk;3 Snplanet.com;4 Googleblog.blogspot.com;5 Tommytoy.typepad.com September2012|©2012BSolutions Socialmediahasexperiencedphenomenal growthinthelastfewyearsthroughoutthe world,spawningnetworksboastingmillions ofusers. Global SocialMedia 5
    • 1000M 800M 600M 400M 200M 0 Feb09 Feb-10 Feb-11 Feb-12 600M 500M 400M 300M 200M 100M 0 Oct-07 Aug-08 Nov-09 Sep-10 Dec-11Mar-12 150M 100M 0 Dec-08 Dec-09 Dec-10 Mar-11 Jun-12 50M 12M 10M 8M 6M 4M 2M 0 Jan-10 Jan-11 Jan-12 September2012|©2012BSolutions 6 Global SocialMedia Thesegraphspresentageneralpictureofhow socialnetworkshavegrownovertime. Source:1 Benphoster.com,2 Freshnetworks.com,3 BSolutionsestimate,4 Twitterfacts.blogspot.com
    • Internet&Mobile UsageinPakistan 16% 14% 12% 10% 8% 6% 4% 2% 0% 1990199119921993199419951996199719981999200020012002200320042005200620072008200920102011 Internetusers as%ofpopulation DatafromWorldBank InternetUsers:20millon(2011)1 Broadbandusers:5million2 Broadbandconnections:1.79million2 Source:1 Tribune.com.pk2 Ptclworkers.comGraphSource:GooglePublicDataExplorer September2012|©2012BSolutions 7 Thelastdecadehaswitnessedan acceleratedincreaseinthenumber ofinternetusersinPakistan.The widespreaduseofmobiledevices hasfurtherfueledthereachof internetandthegrowthinusers.
    • Source:GooglePublicDataExplorer Internet&Mobile UsageinPakistan September2012|©2012BSolutions 8 100M 80M 60M 40M 20M 0 1990199119921993199419951996199719981999200020012002200320042005200620072008200920102011 DatafromWorldBank Mobilecellularsubscriptions
    • SocialMedia inPakistan Facebook:689,2441 Twitter:1,900,0002 LinkedIn:1,200,4343 Google+:63,3464 Source:1 Socialbakers.com;2 Dawn.com;3 Socialbakers.com;4 Findpeopleonplus.com;5 BSolutionsestimate September2012|©2012BSolutions 9 Pinterest:115,0005 AidedbythegrowthofInternet,broadband andmobiletechnology,socialmediahas alsoexperiencedtremendousgrowthin Pakistaninthesametimeperiod.
    • 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 Dec-08 Feb-09 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09 Feb-10 Apr-10 Jun-10 Aug-10 Oct-10 Dec-10 Feb-11 Apr-11 Jun-11 Aug-11 Oct-11 Dec-11 Feb-12 Apr-12 358,978 1,392,520 3,607,860 6,411,220 13-17 years 18-24 years 25-34 years 35-54 years 55years- above 14% 50% 26% 8% 2% 69% 31% GrowthofFacebookinPakistan1 GenderBreakdown2 AgeBreakdown2 SocialMedia inPakistan Source:1 Socialbakers.com,2 Facebook.com September2012|©2012BSolutions 10
    • 34% 66% Women Men 65% 17% 15% 1% 2% 18-24years 25-44years 45-59years 17yearsoryounger 60yearsorolder BehavioralTraits 11 UsersinPakistan &Trendsof SocialMedia September2012|©2012BSolutions BSolutionstooktothefieldtoassess thenatureandextentofsocialmedia activityinPakistan.Datafromasurvey of800FacebookusersinLahorewas usedtoanalyzetheironlinepresenceand compilethefollowingfigures.Thebulk oftherespondentswereyoungmenoftherespondentswereyoungmen belongingtohighincomehouseholds.
    • September2012|©2012BSolutions 12 BSolutionsspecificallylookedinto thisgroupinordertoprovidea clearerpictureofhowtheycanbe targetedbymarketers. Rs.15,000orless Rs.15,001-25,000 Rs.25,001-40,000 Rs.40,001-70,000 Rs.70,001-100,000 Rs.100,000orabove 4% 9% 14% 20% 20% 33% MonthlyHouseholdIncome BehavioralTraits UsersinPakistan &Trendsof SocialMedia
    • Source:BSolutionsResearchAnalysis September2012|©2012BSolutions 13 WhatSocialMediaUser TraitsareImportantto MarketersinPakistan? 2 3 4Young Constantly Connected Are BrandConscious HaveRegular Conversations 1
    • Internetandsocialmediaaremostly accessibletotheyoung& high-earningdemographic. Source:1 Audiencescapes.org,2 Nadra.gov.pk,3 Socialbakers.com September2012|©2012BSolutions 14 2 3 4Young Constantly Connected Are BrandConscious HaveRegular Conversations 1 Accordingtoa2008BBCsurvey,mostoftheweb usersinPakistanbelongtothe18-44yearoldage bracketandearnhighincomes1 . Highspeedinternetconnectionandmoretime spentonlinearealsoassociatedwithhigher income,asperaNADRApolicybrief2 . 76%ofmembersofFacebookfromPakistan arewithinthe18-34yearsagebracket3 . Theyouthoftodaygreatlydependson technologyforwork,study&recreation. Brandsaimedatthisdemographiccannot affordtoignorethegrowinguseofsocial mediaportalsandtherelianceontechnology. ImplicationsforMarketing:
    • Socialmediaismuchmoreaccessible duetoavailabilityofinternet,multiple socialmedianetworksandmobile phonestotheyouth. 2 3 4Youth Constantly Connected Brand Conscious Regular Conversations 1 Source:BSolutionsResearchAnalysis 85%ofFacebookusersinLahorespendatleastan hourontheInterneteveryday. 28%ofthesearealsomembersofatleastoneother socialmedianetwork,likeTwitter,Google+,LinkedIn, etc. 72%oftheserespondentslogintoFacebookdaily. 43%43%regularlyaccessthenetworkfrommorethanone location. 58%ofallemployedrespondentsloginfromtheir workplacewhile16%accessFacebookwhiletravelling. 33%ofFacebookusersinLahoreaccessthenetwork throughtheirmobilephones. September2012|©2012BSolutions 15 Businessesneedtoleveragethesenew modesofcommunicationintheir marketingstrategiestobeabletoreach thisdemographicwithcarefullycrafted andtargetedsocialmediacontent.For example,usersarelikelytorespond moretoapostrequiringashortermoretoapostrequiringashorter answer. ImplicationsforMarketing
    • 2 3 4Youth Constantly Connected Brand Conscious HaveRegular Conversations 1 Socialmediausersareproficient withanddependentontechnology, makingitacriticalpartoftheirdaily interactionsandrecreation. ThedailyFacebookuserinLahorespends, onaverage,40minutesonthewebsiteeveryday. He/shehasanaverageof135friendsonthe network. MostfrequentFacebookactivitiesinvolve interactionwithfriendsbycommentingon picturesandlinks,sharingcontentandchatting.picturesandlinks,sharingcontentandchatting. 78%oftherespondentslogintothenetworkafter workorschool,betweenthehoursof6pmand midnight. Source:BSolutionsResearchAnalysis Socialmediausersspendasignificantamount oftimeonline,engagingandinteractingon thevarioussocialnetworks. Businessesneedtotailortheirmarketing strategiestointegratesocialmedia,company websiteandonlinestorestoreachthis increasinglytechsavvysegment.increasinglytechsavvysegment. September2012|©2012BSolutions 16 ImplicationsforMarketing
    • Socialmediatechnologyhasmade usersdependentontheinternetand socialnetworksforinformation, therebyimpactingtheirbuying behavior. 62%ofrespondentsadmittedtousingthe internettoobtaininformationaboutgoodsand services. Threeoutoffivepeopleengagewithbrandsand productsonFacebook. 10%havemadeapurchaseinfluencedby Facebook.Facebook. Source:BSolutionsResearchAnalysis Withanincreasedrelianceononline channelsforinformationbrandsneed tocreatelong-termrelationshipswith clientsbyofferingdetailedproduct informationthroughnetworkslike Facebookandproducinginteractive &engagingcontent.&engagingcontent. ImplicationsforMarketing 2 3 4Youth Constantly Connected Are BrandConscious HaveRegular Conversations September2012|©2012BSolutions 17 1
    • 18 HowToMake SenseofAllThis? BSolutionsDigitalMediaAgency OurGoal:Helpyoutakeadvantageofallsocialmediabusinessopportunities. 6 1.2m 17 $23k Employees Clients Spent onClients'FBAds FBFans CurrentlyManaged September2012|©2012BSolutions
    • SuccessStories September2012|©2012BSolutions LaunchedFacebookpresenceforoneofthecountry'sleadingretailers Activecommunityof plusfans inalittlemorethanayear 19
    • Thisisapublic,free-for-useversionofSocialMedia:RequiredforBusiness?Formorein-depth findingsorcustomizedresearch,pleasecontactusat04235709916orfazal@bsolutions.pk. Clickthefollowingthumbnailsforourearlierinfographics September2012|©2012BSolutions 20 Companiescannotaffordtoignoretheinfluenceofsocialmedianetworks. TheyarebeingusedfarandwideinPakistan,especiallybytheyoungerdemographic. Thepresenceofanonlinecommunityandengagementwithconsumershasbecomecritical inthisdigitalageforbrands.
    • September2012|Copyright©2012BSolutions Credits:FatimaTassadiq,FazalAshfaq,MadihaAhmed,RizwanManzoor&SaadSiddiq 1stFloor,70-KCommercial,D.H.A,Lahore,Pakistan +924235709916 bsolutions.pk info@bsolutions.pk facebook.com/bsolutions twitter.com/bsolutionspk 21